Dear Colleagues:
Opening: Create a sense of shared purpose. As you know, we will be moving to our new location on August 18, and we have scheduled an open house for September 1. To help visitors at that event learn what Felton Engineering does, I plan to set up displays showing samples of your unique heater designs and interesting product applications.
Middle: Give any needed background information and ask for specific help. As you pack for the move, please help me by doing the following: (1) identify products that would interest visitors, and (2) look for blueprints, sketches, or small models that illustrate those products. (Remember that visitors may understand commercial applications more easily than technical military or aerospace designs.)
Then, list (1) your name, (2) the name of the product, (3) the product number, and (4) the type of display materials that you have.
Closing: Set a deadline, make cooperation simple, and be positive. Please reply to this email no later than August 20. I will pick up your materials, set up the displays, and return the materials to you after the open house. I look forward to turning your ideas and samples into great displays!
Thanks,
Jiliane Seaforth
Persuasion in today’s businesses focus on… | -influencing others |
Persuasion is necessary when… | -your audience is skeptical about your idea |
Which statement about persuasion in today’s society is most accurate? | -today’s persuasion is different from persuasion used in previous times |
What about persuasion is most accurate? | -persuasive messages are sent faster and reach greater audiences today |
As a persuasive writer, you should practice all of the following except… | -offering a bribe or kickback to ensure that you win over your audience |
Most persuasive requests should be organized… | -indirectly |
Which of the following messages would most likely require the indirect strategy to persuade an audience? | -asking an employer for agreed-upon benefits such as vacation time |
When using the indirect strategy in a persuasive message, you should place the reasons and explanations… | -before the main idea |
Sammie is planning a persuasive request. What advice should she follow for the opening for her request? | -capture the reader’s attention and interest |
What is the most effective opening for a persuasive request that invites a state representative to speak at your organization’s Flag Day celebration? | -"the Patriotic Council promotes respect for the flag and our country, just as you do, which is why we are asking you to be our guest speaker for our Flag Day ceremony on June 14" |
In the body of a persuasive request, you can reduce resistance by… | -anticipating objections and offering counterarguments |
The closing of a persuasive request should… | -motivate action |
What is the best closing for a message requesting the receiver’s support for a proposed change in a benefits plan? | -"contacting me by December 1 about your support of this new benefits plan will allow me to present this proposal at the next strategic planning session" |
Persuasive claim or complaint messages are often written when… | -products are damaged -wrong shipments are delivered -mistakes in billing occur |
Effective persuasive claim messages… | -present a logical case with clear facts |
When writing persuasive claim or complaint messages, you should… | -use a moderate tone |
Mikhail’s claim has been denied once. Now, he is writing a second persuasive claim message to his digital media services company asking for a promised rebate package. Because he expects resistance, what should he do? | -appeal to the receiver’s sense of responsibility and pride in the company’s good name |
Which statement about today’s organizations and their employees is most accurate? | -executives today rely on persuasion to achieve buy-in from subordinates |
What situation would most likely require persuasion within an organization? | -explaining a new procedure that will go into effect next month |
What is the most accurate about the use of persuasion in business? | -honesty is not just the best policy; it’s the only policy |
As a manager, Corbin must inform his staff that all employees must now contribute more to their health insurance premiums. What advice should Corbin follow when delivering his message? | -be honest and provide the important reasons for the increase in individual contributions |
You want to propose a workplace change to your employer. What is the best advice for you? | -focus on how much money the proposed change will save the company |
Choose the best advice to craft an effective direct-mail sales letter | -present information completely, using a personalized tone |
Your primary goal in writing a sales or marketing message is to… | -become a perspective consumer of ideas, products, and services |
Professional marketers and salespeople follow the AIDA strategy in their sales messages because it is effective. What does AIDA represent? | -attention, interest, desire, and action |
The opener for a sales message should be… | stimulating, relevant, honest, and short (1-5 lines). |
You can effectively build interest in a sales message by… | -emphasizing central selling points identified in the prewriting analysis |
Rational appeals focus on making or saving money, increasing efficiency, and… | -making good use of resources |
Emotional appeals… | -focus on status, ego, and sensual feelings |
Use an emotional appeal when the… | -product is inexpensive, short-lived, or nonessential |
Techniques to elicit audience desire and overcome reader resistance in a marketing message include all of the following except… | -application forms |
Which of the following most effectively reduces resistance and builds desire? | -"join one of our European walking tours this summer for an unbelievable cultural experience" |
What is the most effective closing for a sales message? | -"if your sales don’t increase at least 10 percent after your salespeople complete our "Closing the Deal" training, you get a full refund. Use our toll-free number to call me by August 1 and begin training on September 1" |
Purposes of e-mail marketing include attracting new customers, keeping existing customers, encouraging future sales, cross-selling, and… | -cutting costs |
The main information in an e-mail sales message should be placed above the fold, which means that… | -your primary points appear early in the message |